Same data as a PDF file:
1WOW Calorie intake & Wealth

1. Affluence and calorie intake are basically positively correlated. On average, humans consume about 580 kcal more every day when they become 10 times richer.
2. Let’s use the Big Mac as a conversion for calories: since the calorie content of one Big Mac is 492 kcal (in France) ~ 540 kcal (in US), people consume 1.1~1.2 of Big Mac every day once they become 10 times richer.
3. Even with the same level of affluence, there is a difference of up to 1,000 kcal in calorie intake. Big eater countries are the USA, Belgium, Italy, Turkey, Tunisia, and Egypt, while small eaters include Japan, the Bahamas, Maldives, and Jordan.
4. Americans, the world biggest eaters, consume 1,252 kcal more daily than the Japanese. It’s the equivalent of 2.3 Big-Macs a day.
5. The United Nations World Food Programme (WFP) indicates that the necessary daily calorie intake is 2,100 kcal per adult. Yet, the global average calorie intake is 2,959 kcal, which is about 895 kcal more.
6. The amount of excess food that humans eat in a day is 895 kcal per person. This corresponds to 30% of the average intake of 2,959 kcal. In other words, thirty percent of the food on the table is unnecessary calories.

Same data as a PDF file:
1WOW 富裕度 と 摂取カロリー の関係

富裕度 と 摂取カロリー の関係

生活の豊かさと摂取カロリーの間には正の相関性がある。世界各国を平均的にみると、人類は10倍豊かになると毎日約580kcal 多くのカロリーを摂取している。
ビッグマック一個のカロリーが492kcal（フランス仕様）～540kcal（米国仕様）なので、換算すると我々は10倍豊かになると毎日ビッグマック1.1~1.2個分に相当するカロリーを摂取していることになる。
一方で同程度の豊かさの国でも、摂取カロリーには最大で1,000kcal程度の違いがある。大食系の国々としては米国、ベルギー、イタリア、トルコ、チュニジア、エジプトなどがある。逆に小食系では、日本、バハマ、モルディブ、ヨルダンなどがある。
世界で最も大食の米国人は、日本人より毎日1,252kcal 多く食べている。これはビッグマック2.3個分に相当する。
国連世界食糧計画(WFP)が推奨する成人1人の1日当たりの摂取カロリーは2,100 kcalだが、世界平均は2,959kcalと895kcalも多い。
つまり人類が過剰に食している食物は一人一日あたり895kcalである。これは平均的な摂取量2,959kcalの30％に相当する。言い換えると、食卓上の3割の食物は過剰摂取分という勘定になる。

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The Majlis was borne out of His Highness’ mission to challenge today’s students to think about the future skills and global mindset needed to embrace the 4th industrial revolution. That’s because this new era coincides with one of the most transformative periods in the UAE’s history – the arrival of the post-oil world.

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“Japanimation, Japanimism and Japanese society” is the title of Japanese futurist Morinosuke Kawaguchi’s presentation at World Government Summit 2017, February 12th @ in Dubai, United Arab Emirates.
After the presentation, His Highness Sheikh Mohamed bin Zayed Al Nahyan, Crown Prince of Abu Dhabi and Deputy Supreme Commander of the UAE Armed Forces, told Morinosuke: “You know, I learnt from you, more than I have learnt in the last 15 years traveling to your country. In these 20minutes. Really! “ Thank you!
Watch the video:

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All in PDF version:

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講演や取材のご依頼はこちらへどうぞ：Contact Form.

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A great honor for Morinosuke Kawaguchi to make a presentation for the United Arab Emirates’ Prime Minister’s Office’s Future Department:

The Future in 60 MInutes UAE PMO

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iGeek: An Interview with Technologist Morinosuke Kawaguchi
PDF version:
iGeek: An Interview With Technologist Morinosuke Kawaguchi

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“Japanese Nonverbal Moral Education” is the title of Japanese futurist Morinosuke Kawaguchi’s presentation at The Principals Symposium 2017, March 13th @ the InterContinental Hotel, Dubai Festival City, United Arab Emirates.

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Fortune20160801

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Abstracts – Asia Pacific 2016 – ESOMARSpeakers – Asia Pacific 2016 – ESOMAR
Programme – Asia Pacific 2016 – ESOMAR

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Morinosuke Kawaguchi’s seminal book: “Otaku de onnano ko na kuni no monozukuri” (English title: Geeky-Girly Innovation: A Japanese Subculturist’s Guide to Technology & Design) was the first book he has written and it was published by Kodansha BIZ in 2007. It was awarded the prestigious Nikkei BP BizTech Book Award 2008 in Japan, given to books that contribute to the advancement and development of technology and management. It was translated into Korean and Chinese in 2009. In Taiwan, it was listed among the top ten “Great Technology Management Books 2010”. That same year Taiwan’s Small and Medium Enterprise Administration, Ministry of Economic Affairs and South Korea’s KITECH, the Korea Institute if Industrial Technology, studied the book to be applied in their countries’ technology and innovation strategies. The Thai translation was published in 2011 and the English version in 2012.

More about Morinosuke’s books here

So why is Morinosuke’s book again picked up by the Chinese language media now, in August of 2016? Because Tokyo’s newly elected governor, Ms. Yuriko Koike, has been explaining to voters that it is her strategy to revive Tokyo’s economy with the help of Japan’s abundant subculture. She said she would turn Tokyo and even Japan into “anime land”. Ms. Koike also participated in cosplay events dressed as Sally the Witch , and called herself Yuri chan–instead of Sally chan. We like that and we like her for that!

No wonder that journalists writing about her in the Chinese readers, has been referring to Morinosuke Kawaguchi’s book as its title in Chinese could be translated into English as “Moe Economy”. Great news for Japan and us, and we are very happy that she brought back the idea of Moe Economy but we are actually not certain whether Ms. Koike or her staff even read Morinosuke’s book…of course, we are very happy if they did, and even if they have not, we are delighted that journalists have! Thank you! We also recommend that she uses “Moe Economy” as a buzzword and we’d love to support her to develop it!

These are some of the articles written about Ms. Yuriko Koike, governor of Tokyo and how she hopes to enrich Tokyo with “Moe Economy”. Since “Moe Economy” is the Chinese title of Morinosuke Kawaguchi’s book, these articles mention Morinosuke and his book:

新华侨报：在日华人谈日本政界“萌现象”

新华侨报：在日华人谈日本政界“萌现象”新华侨报：在日华人谈日本政界“萌现象”-中国新闻网

在日华人眼中的东京知事选举：动漫发挥“萌力量”
在日华人眼中的东京知事选举：动漫发挥“萌力量”——日本新华侨报网 《日本新华侨报》中日交流桥梁 在日华人家园

新華僑報：在日華人談日本政界“萌現象”

新華僑報：在日華人談日本政界“萌現象”

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年寄りは、世界に飛び出す若者たちを愛でるべし 川口盛之助×デービッド・アトキンソン：日本の「真の国力」とは（その3）
PDF version: 年寄りは、世界に飛び出す若者たちを愛でるべし – 日経テクノロジーオンライン

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日本には「意地っ張りな怠け者」が多い 川口盛之助×デービッド・アトキンソン：日本の「真の国力」とは（その2）
PDF version: 日本には「意地っ張りな怠け者」が多い – 日経テクノロジーオンライン

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Three-part series of discussions between David Atkinson, Chairman and CEO of Konishi Decorative Arts & Crafts and futurist Morinosuke Kawaguchi, published in the Nikkei BP online and on Nikkei Shinbun online:
“財布を落としても戻ってくる国”という幻想 川口盛之助×デービッド・アトキンソン：日本の「真の国力」とは（その1）
構成：久我 智也
2016/07/22
PDF version: “財布を落としても戻ってくる国”という幻想 – 日経テクノロジーオンライン

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PDF version: 川口盛之助氏のメガトレンド2016-2025

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Tech-ON記事20140911 : トヨタがJTBになる、未来の自動車産業とは
Tech-ON記事20140912: 「鉄鋼業が打撃」「深夜が繁盛」、自動運転車の衝撃

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This year, Morinosuke is invited by the Institut Darul Ridzuan (IDR), a public policy think tank for the Perak State Government.

quater ad pidd

He will make a keynote at the Pangkor International Development Dialogue (PIDD). The theme of PIDD is “Good Governance For Inclusive Wealth” and Morinosuke’s speech will focus on how “High Quality Service Spurs Social Economic Transformation”. He will explore how innovative strategy can improve public and government administration/services and on how to establish smart partnership between the public and private sectors.
PIDD 2014

Conference To Put Pangkor On World Stage

Innovative input – Community The Star Online

Institut Darul Ridzuan (IDR) in collaboration with the Perak State of Government will be hosting a Pangkor International Development Dialogue (PIDD) 2014 at the Swiss Garden Resort and Spa, Damai Laut, Perak, Malaysia from 19 to 21 October 2014.

Institut Darul Ridzuan (IDR) is a public policy think tank for the Perak State Government. IDR was initiated by Menteri Besar YAB Dato’ Seri DiRaja Dr. Zambry Abdul Kadir, in his effort to transform Perak into a more developed state – a vision that is laid out and elaborated into a blueprint named Perak Amanjaya.

PIDD, Pangkor International Development Dialogue 2014, with the theme of “Good Governance For Inclusive Wealth” is aimed to provide a platform to exchange of views and knowledge in national and state development, Perak in specific.

Perak is the second largest state in Peninsular Malaysia, after Pahang.
Wikipedia page on Perak
The Dialogue also seeks deeper insights and analytical and integrated solutions to enhance the socio-economic of the people as well as position of Perak State Government’s stature in Malaysia and Global arena.

They are expecting 600 participants, from various fields of profession; policy makers, businesspeople, economists, lecturers and students, politicians, government officers and journalists.
The Chief Minister of Perak, Datuk Zamry Abdul Kadir will be officiating the event and among the speakers is former ASEAN Secretary General, Dr. Surin Pitsuwan from Thailand.

More info soon!

Here are some highlights from last year’s event:

Morinosuke Kawaguchi was a keynote speaker at the World Innovation Forum Kuala Lumpur 2013 in November.
It is with great honor that we announce that The Prime Minister’s Office of Malaysia invited Morinosuke Kawaguchi to the World Innovation Forum Kuala Lumpur 2013.
The Honourable Dato’ Sri Mohd Najib bin Tun Abdul Razak, the Prime Minister of Malaysia opened this magnificent event where 1500 delegates from 25 countries deliberated all aspects of innovation. They event attracted about 10,000 visitors.

Morinosuke was among some very distinguished presenters.
Here is the detailed program:World Innovation Forum Kuala Lumpur (WIF-KL 2013) – Speakers
Morinosuke spoke on November 14th, 2013.

Based on his unique innovation model, Kawaguchi challenged his audience to cast a deeper look at micro cultures for hints for successful product and service innovation. In a world that becomes more diluted through globalization, identity and distinctive features need to be regained.
And it is by looking at today’s subcultures – excellent mirrors to reflect consumer needs – that this can be achieved. This lecture is for people looking for innovative ideas as well as for new models in product value creation and branding.
Please click on this 5 second video below to see Morinosuke Kawaguchi’s face @ Malay buses advertising the World Innovation Forum Kuala Lumpur 2013

Buses in Kuala Lumpur as well as digital signs all over the city were advertising the event with the four keynote speakers’ faces, including Morinosuke’s. The others–in order of appearing on the bus, right after Morinosuke–are professor and 2013 TED Prize Winner Sugata Mitra, Grand Prix Motor Racing Boss Mark Gallagher and Former Prime Minister of Sweden, Göran Persson.

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We thank all of you for supporting Morinoske Company and its growth. Literally. Since having joined the team in October of 2013, Purin chan has gained the most weight & power in the group. In her role as Director of Creativity, she keeps the ball rolling, regardless of who’s ready to catch it. For Miss Purin, the game is everything. Same for us! So we added more fun to the mix by signing on another great player, Marron chan. With lots of experience in a large compound where she quickly gained the top dog position both on and off the field, Marron chan knows how to get what she wants. Oftentimes, that is nothing more than a good rest. Blessed with charms and a brilliant mind, Marron chan’s tiny legs got the power necessary to run after Purin chan and of course, her dreams. And yes, she catches them all.
Morinosuke and the rest of the team are very thankful to have them on board.

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In 2014 Morinosuke and his team hope to start working with a car maker on producing the car they had envisioned for the future. And that future is FUN! The Morinoske car is fun not only for the driver but for the passengers, too: Fun for the younger & older & for the furry members that may travel together. And this unique car is also nice to the other drivers and pedestrians. We hope to drive such a car around the 2020 Tokyo Olympic Games! May our dream become a reality!

We’d like to share a previous post from our website with you that shows another aspect to product design that Morinosuke thinks is important:

When products choose us

In times of usability everything needs to be efficient and easy or ready to use. Products are tools to make our life easier or more efficient.
Luxury products are spared by this. They are the opposite approach. Owning and showing them off means to demonstrate wealth and power.

There is another way in product design that neither touches the tool nor the luxury approach. To spot this we need to shift attention away from user-centrism for a moment. The example Morinosuke Kawaguchi used in one of his DIME articles was the horse in the popular anime “Fist of the North Star” (In Japanese Hokuto no Ken). This horse named Kokuougou, a giant and smart black stallion that, instead of serving either the hero or the evil antagonist, chooses which “master” to serve. As opposed to being subservient, it has a mind of its own. It will not recognize the owner, but the owner’s capability or condition. If the capability is not met, then the horse will not render its impressive services.

(c) Kokugo, originally created by Testuo Hara

The brand value of the Kokuougou product is that the owner feels honored to be accepted by it. This goes beyond mere ID recognition. Something has to be done to “earn” the product’s effects and affection. The psychological effect results in higher value on both sides.

If the Kokuougo principle was not to be transfered to today’s vehicles for example, we see that cars, no matter what the branding strategy might be, always remain just tools in the hands of the owner. According to Kawaguchi, to build premium uniqueness, the element of eligibility is important to make the user feel special. It is the designer’s task to set the condition and determine when the customer becomes eligible.

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Morinosuke Kawaguchi’s magnum opus, Megatrends 2019-2028, was published by Nikkei BP in December 2018. This is the fourth and final version of Morinosuke’s Megatrends book and it contains 1168 pages, including a new chapter on Happiness.
The 50 chapters in the first version, published in 2013, have been again updated and are in this 2019-2028 version as well:
MEGATRENDS 2014-2023 Table of Contents
PDF version of information on the book in Japanese: メガトレンド2019-2028 全産業編│日経BP社

The book is in Japanese and is on sale for 600,000 yen ( @ 5440 US dollars) a copy and can be ordered using the Contact Form

A compact version of Morinosuke Kawaguchi’s MEGATRENDS was published in 2017 August, retailing at 1980 Yen
川口盛之助 のメガトレンド　世界の終わりと始まり│日経BP社
Amazon link: メガトレンド 世界の終わりと始まり

世界の賢人たちの未来予測を読み込み、世に溢れる未来情報を収集し、膨大な予測結果を整理。それぞれの関係性を分析し、未来を決める「9つの潮流」と立ち上がる「50の新ビジネス」を描く、これまでにない未来予測書。

In June 2016, Morinosuke’s concept of Gross National Talent and its Gross National Talent was introduced in his book 日本人も知らなかった日本の国力ソフトパワー Gross National Talent: Quantitative Analysis of Amazing Japanese Soft Power, published by Discover 21.
@ Amazon: 日本人も知らなかった日本の国力ソフトパワー Gross National Talent: Quantitative Analysis of Amazing Japanese Soft Power

Morinosuke contributed to this book 2016世界はこうなる The World in 2016(日経BPムック) , published by The Economist
PDF info on the book:
「2016 世界はこうなる」The World in 2016日本版｜日経BP未来研究所
@ Amazon: 2016世界はこうなる The World in 2016 (日経BPムック)

Morinosuke is one of the twenty people, including two Nobel Laureates, whose ideas shape the Japanese government’s 2030 strategy. More information
here

Morinosuke Kawaguchi is one of the writers of The World in 2015, published by The Economist
@ Amazon:

morinoske.com/books-and-columns